Boost Mobile hasn‟t been hugely successful in the advertising
department, according to Adweek. Just witness the mobile pro...
Chinese manufacturer ZTE is teaming up with Jamaica's Digicel Group to roll out one of the world‟s first mass-
market sola...
Sprint Nextel is benching its CEO as pitchman in favor of hipper advertising. The new campaign highlights the growing
volu...
The laptop comes with an at-home DSL connection, along with access to the
company‟s 3G wireless network. The promotion, wh...
DIRECTV recently announced its DVR Scheduler App has been downloaded more than 100,000 times since its launch on
March 30,...
“                                    ”
Virgin Mobile USA recently announced that it will cover monthly service
charges (in...
Verizon Wireless customers from coast to coast will have more opportunities to experience a high-tech, hands-on experience...
One of the brands using interactive in a really wise way lately is Comcast.
The awareness they‟ve gotten since their 2005 ...
Cable provider Cox Communications plans to launch and operate wireless service in the U.S. The company indicated that it
f...
Previous editions of this newsletter can be found at
                      www.luckie.com

If you wish to be added to the ...
Telecom Trend Tracker Newsletter April 2009
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Telecom Trend Tracker Newsletter April 2009

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This is the April 2009 edition of the Luckie & Company produced Telecom Trend Tracker newsletter. It is a quick topical snapshot of general trends, social media and traditional advertising in the telecommunications marketplace for April. For more information or back issues, visit www.luckie.com

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Telecom Trend Tracker Newsletter April 2009

  1. 1. Boost Mobile hasn‟t been hugely successful in the advertising department, according to Adweek. Just witness the mobile provider‟s recent horrifying attempts at humor, in an ad featuring a bunch of pigs sitting at a restaurant eating ham and a coroner who digs a breakfast burrito out of a corpse...and then eats it. But now, the company has turned the dial back for bus-stop ads in Chicago and Boston. Two feature a hose and a screw – you can get hosed and screwed by other mobile companies. But it‟s actually the third one that‟s most clever: A real live paper shredder encouraging you to destroy your current contract. Granted, destroying your contract won‟t release you from your obligations to that service provider, but the ad is clever nonetheless. Source: FastCompany.com via Adweek.com 2
  2. 2. Chinese manufacturer ZTE is teaming up with Jamaica's Digicel Group to roll out one of the world‟s first mass- market solar cell phones to folks with “limited or no access to the power grid,” which represents some 2 billion people around the globe. The phone gets its juice via an integrated solar charger – that is, there‟s still a battery lurking in there, you just don‟t need an outlet to charge it – and should be available by June of this year. Source: engadget.com 3
  3. 3. Sprint Nextel is benching its CEO as pitchman in favor of hipper advertising. The new campaign highlights the growing volume of data coursing over cell phones. The telecom company just launched the new campaign that highlights all the mobile Internet and data services that cell phone users can access on its network. In one 60-second TV spot, a voice-over runs down a list of information that passes through Sprint‟s 3G broadband network, boasting that “1,041,667 e-mails are now en route, and 7% of them contain the words „miracle banana diet,‟” that “two million people are sending a text message during a business meeting, most popular subject: diapers,” and that “233,000 people just Twittered on Twitter – 26% of you viewing this have no idea what that means.” The “Now Network,” the new campaign‟s slogan, “stands for the crazy amount of data that gets pushed through these cell phones now, such as Twitter, Google and GPS,” said a company spokesperson. “It‟s no longer just about calling.” Source: The Wall Street Journal 4
  4. 4. The laptop comes with an at-home DSL connection, along with access to the company‟s 3G wireless network. The promotion, which AT&T is calling a “limited trial,” is only available in the Atlanta and Philadelphia areas. The telecommunications company has not said whether it will expand the offer to other cities. While using heavily subsidized smart phones and mini-laptops, also called netbooks, to lure people to long-term data plans is not new, AT&T‟s latest deal takes the model a step further. While most offers involve only a wireless data plan, AT&T is looking to entice potential customers with a plan that includes an at-home DSL connection, along with access to the company‟s 3G wireless network. “Pairing mini-laptops with AT&T‟s home, Wi-Fi and mobile broadband offerings enables consumers to get the most from their new devices, virtually anywhere, anytime,” David Christopher, chief marketing officer for mobility and consumer markets at AT&T, said in a statement. Source: InformationWeek.com 5
  5. 5. DIRECTV recently announced its DVR Scheduler App has been downloaded more than 100,000 times since its launch on March 30, 2009, and has vaulted into the top 10 free apps in the Apple App Store after just one week. The new app allows customers to tap the DIRECTV icon on their iPhone or iPod touch to begin remotely scheduling and recording DIRECTV programming on their home DVR – from wherever they are. The new app combines the innovative multi-touch user interface of iPhone and iPod touch with an improved search function that enables users to quickly browse the entire programming guide by channel or date and time and schedule programs up to 14 days in advance. A keyword search option also lets the viewer search DIRECTV shows by actor, title, and description, and the guide can be customized for easier viewing and program selection. Once a program is located, viewers have detailed information like air date, duration and description at their fingertips. The most popular shows will display a colorful graphic that can be tapped to view more images of the cast. DIRECTV customers can then easily set a remote recording with additional options and settings, and simply touch to record. Source: virtualpressoffice.com 6
  6. 6. “ ” Virgin Mobile USA recently announced that it will cover monthly service charges (includes taxes and fees) for up to three months for customers who become unemployed. In order to be eligible for unemployment assistance, customers will have to be with Virgin for at least two months and will have to prove eligibility for state unemployment benefits. Any plan at $30, $40 or $50 will be eligible. New customers will automatically be enrolled in the program, while existing customers will need to enroll by June 30. Source: Phonescoop.com and action.citizen.org (pic) 7
  7. 7. Verizon Wireless customers from coast to coast will have more opportunities to experience a high-tech, hands-on experience with the latest wireless voice, data, music and video services as Verizon Wireless rolls out its Evolution Store design in 560 additional locations nationwide in 2009. “We will continue to make the best wireless shopping experience in the industry even better by introducing our Evolution Store design in new stores and converting additional existing stores throughout the remainder of the year,” said Jack Plating, executive vice president and chief operating officer of Verizon Wireless. “Our Evolution Stores are a hit with new and prospective customers who can get a hands-on experience with our innovative products and services and take advantage of our award-winning customer support, all in one convenient retail location.” Source: Verizon.com 8
  8. 8. One of the brands using interactive in a really wise way lately is Comcast. The awareness they‟ve gotten since their 2005 fantastic Comcastic and other pieces like Tripleslanguage has helped the brand become better known (even in places where Comcast services are not available). Comcast recently launched a new campaign called Dream Big. Presenting a fantastic Web site using a look-alike of isometric-view Sims-style games, users can join the Comcast Town. They choose a neighborhood and build their own space, using the capabilities of the Triple Play feature (TV, phone and internet). A really smart way to insert the product inside the experience. Users can interact with others in the Web site and also through social networks like Facebook, via Facebook Connect, to get users logged onto the site in a pretty non-disruptive way. Source: Adverblog.com 9
  9. 9. Cable provider Cox Communications plans to launch and operate wireless service in the U.S. The company indicated that it feels the need to compete with wireless companies and wants the ability to offer bundled services that include wireless. Cox, which mostly serves the South and Southwest regions, said that it will offer post-paid and pre-paid cellular phone service as well as wireless data service in those areas. It will forge roaming agreements with the other wireless carriers to provide roaming capabilities. Cox also indicated that it hopes to push mobile video services to its customers. The company did not discuss pricing or timeline details, nor did it say what types of phones it expects to offer. Source: Phonescopp.com via The Wall Street Journal 10
  10. 10. Previous editions of this newsletter can be found at www.luckie.com If you wish to be added to the monthly distribution list for this newsletter, please send an e-mail to dstutts@luckie.net 11

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